evaluating a content marketing agency
DESCRIPTION
A guide to evaluating a content marketing agency for customers and prospects.TRANSCRIPT
© 2013 Copyright Yorke Communications. All Rights Reserved.
EVALUATINGCONTENT MARKETINGA
AGENCY
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A guide for customers and prospects
© 2013 Copyright Yorke Communications. All Rights Reserved.
A good content marketing agency
must demonstrate…
• Research capabilities• Eye for detail• Sharp insight• Logical thinking• Creative execution
If they don’t show it in their first meeting, how will it come out in their writing?
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You might want to approach the briefing meeting
with a hardcoded agenda. That’s good because
there’s no wastage of time -- but shouldn’t you
also hear the agency out? And be prepared to shift
course a little if there is justification required.
How rigid should
the agenda be?
“The measure of intelligence is the ability to change.”
― Albert Einstein
© 2013 Copyright Yorke Communications. All Rights Reserved.
How much should
you cover?
You must focus on:
• Your business and goals
• What you want to achieve from a business point of
view
• Basic campaign denominators
• The agency selection process
• Transparency and dialogue
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…and then allow the agency to
express their point of view
• How experienced are they?
– People
– Processes
– Area of expertise
• Do they understand the problem?• What kind of competencies do they bring to the
table?• How flexible are they?• What specific high level recommendations do they
have?• Will they fit?
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Listen to
the recommendations
• Are there any similar solutions that can be
discussed?• What does the agency recommend? What about
the way forward?• Do avoid trying to show how intelligent and well
read you are -- that comes out naturally from good
and respected leaders!
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…and
finally….
• Have you told them enough about your
company to make a pitch?• Are they really worth engaging with?• Have you made clear the expectations and
outcome?• Have you given them a budget range?
© 2013 Copyright Yorke Communications. All Rights Reserved.
…and
therefore
Briefing an agency should not be like
ordering in a restaurant but rather a more
interactive and consultative process. This
is the age of interactivity after all!
© 2013 Copyright Yorke Communications. All Rights Reserved.
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